Case Study: Canine Companions for Independence Unleashes Cause Marketing
Canine Companions for Independence (www.cci.org) came to us with a challenge – how could they include their long-time corporate partner, a major dog food manufacturer, in a new campaign to help build their donor list and raise funds to support the development of more highly trained assistance dogs for people with disabilities.
In Merkle’s nonprofit practice, we often work with our clients and their corporate partners to develop integrated cause related fundraising and marketing campaigns. A key factor in creating these successful partnerships is defining mutual goals and benefits in making a difference together.
For Canine Companions and their corporate partner, the objectives were clear: raise funds for the cause, build awareness for the dog food manufacturer’s brand among Canine Companions’ dog-loving audience, and reach new audiences to help Canine Companions grow its donor base.
As a result, we developed two multi-channel campaigns centered around Canine Companions and the corporate partners’ shared goals in raising healthy, active puppies to become life-changing assistance dogs.
One campaign focused on a tongue-in-cheek theme: An Initial Puppy Offering, or IPO, fundraising campaign mirroring the Initial Public Offering stock process in the finance world. The other invited online supporters to vote to name the first puppy born from a litter in honor of the corporate partners’ long-time support.
The results were remarkable, from record-breaking revenue to new and lapsed donors, deeper connections between the corporate partners and Canine Companions were achieved. Additional results included new online fans and email subscribers for the cause.
Cause Marketing: It’s a win-win relationship for both our clients and their corporate partners.